I’m So Happy For You Open Table

I’ve never been so excited about something so walk-by-able. This redesign has been out since March, but given my previous repulsion to the Open Table brand it’s no wonder I hadn’t come across this until last week. Jeff noticed the update as he was implementing a reservation form on the new American Restaurant website we are currently developing. I don’t think this logo is great. I’m not even sure I think this logo is good. I’m just glad that it does two very specific things.

1. It isn’t that horrible pea green/khaki nightmare color anymore.2. It’s nondescript and can be put on your restaurant’s website without looking like a sore, infected, oozing thumb.

Also … Custom Reservation Forms!!!!!!!!!!!!!

Open Table reservation form used to look like this.

But now, if you’re smart like Jeff, they can look however you want.

This is an awesome feature if your site’s visual consistency is important to you (and it should be). In the example below, when you click “Make a Reservation” you get a slick menu that drops down from the top of the screen and looks like the rest of the website you were on. Not only is this cool looking, but there is a very functional reason all 3rd party forms should be customizable. BOUNCE!

That’s right, conversion (reducing bounce) is about reducing friction. Sending people someplace weird, that doesn’t look and feel like the place they just were, increases friction. The more friction you can remove from your site the better the chances visitors will stay and you’ll get to serve them LotsaMozzaJalapeño Poppers.